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The Success of 3G Services in Italy: A Case Study

This report explains why the Italian market now leads Europe in 3G service penetration with over 10 million users at the end of 2005. The report analyses the pivotal role played by H3G in developing the Italian 3G market. H3G has secured 4.5 million 'high value' 3G customers in the last 21 months through the development of extremely innovative 3G service products and promotions. The current report highlights how H3G has sought to boost customer lifetime revenue via a host of measures aimed at securing greater customer loyalty. These include initiatives to:

• Encourage number porting to the 3 network (those porting generally deliver higher ARPU and lower churn)
• Overcome market specific barriers to the development of the contract consumer market in Italy, further improving customer life expectancy
• Enable the introduction of heavily subsidised prepay handsets in return for minimum monthly top up commitments over an extended period
• Introduce innovative top-up schemes which stimulate ARPU and keep customers active, thereby delaying the potential for churn.

Price: EUR 2,500.00 / GBP 2,400.00

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Table of Contents

1
Overview
1
2
H3G
3
2.1
Background
3
2.2
Consumer Tariffs
3
2.3
Promotion of Video Call Services
5
2.4
VoIP Initiative for International Calls
7
2.5
SIM Lock and Handset Subsidies
8
2.6
Stimulating Prepay ARPU Through Innovative Top-up Vouchers
10
2.7
Successful ARPU Values
12
2.8
Plans for an IPO
13
2.9
Key Role in the Mobile TV Value Chain
13
3
Vodafone
15
3.1
Background
15
3.2
Basic Non-voice Tariffs
15
3.3
Stimulating Traffic & Reinforcing Loyalty Through Vodafone 'Infinity' Offers
16
3.4
Vodafone live! Introductory Offer
18
3.5
Other Traffic Stimulation Initiatives
19
3.6
3G Handset Offers
20
4
TIM
22
4.1
Background
22
4.2
'Relax' Bundles & Handset Offers
23
4.3
TIM Promotions of Video Call Services
25
4.4
Promoting Fixed & Mobile Convergence
25